Get Personal with Headlines

Here’s a quick and easy little trick I use to give my news release headlines impact.

Headlines are really important in any news release. You don’t need me to tell you that.

Aside from convincing journalists that your news is newsworthy, it’s your first and often only chance to convince them your information is precisely targeted to them and their readers. But with the world and his dog sending out more and more news releases you need all the help you can get to stand out from the crowd.

I have noticed a steady drop off in pick up of blast out news releases. And one of the main reasons is that the header isn’t personalised to the journalist or blogger receiving it. The same headline greats all. Whoever they may be.

To increase pick up, you need to get personal. 

As an example, f I have news about a business in Swindon, I will seek out the business journalists in Swindon and I will send them information about my news in an email with the word ‘Swindon’ in the headline. Probably ‘business’ too.

If I have news from a business in the IT sector I will use the word IT or perhaps Computing in the email header to ensure the trade press know it’s something that has been targeted to them.

One stage further?

I will send the same news information with different headers personalised exclusively to the person I am sending them to.

Using the trick:

  • Acme Computing Unveil World’s First Sexual Attraction Widget, becomes:
  • Swindon IT Company Unveils World’s First Sexual Attraction Widget, or
  • UK Computer Programmers Unveil World’s First Sexual Attraction Widget

For the most part, the release stays the same. But the header changes according to who I’m sending it to.

The trick is no trick at all really. It’s common sense. If I’m targeting a journalist in Swindon (or wherever) I want to spell it out exactly why people in Swindon should care about my news.

In fact, there’s no excuse not to.


Richard Glynn will help you stand out, build influence and become easier to buy from.
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